大陸健康保險現狀及市場拓展之思路

摘要
大陸商業保險公司涉足健康險領域已20多年。目前雖然在思想認識、經營方式、産品定價、風險管控、服務質量、法律界限、政策支援諸方面還存在許多困難，但近幾年來，隨著大陸改革的不斷深入，人們健康保險意識逐漸提高，正面臨著許多發展機遇。
爲了推動大陸健康險發展，本文在推介國外健康保險經驗的同時，也就大陸潛在市場空間、業內業外合作途徑、公司內部風險管控和提高保險服務水準等方面提出一系列建議的同時，也爲臺灣保險業進軍大陸健康險市場提供資訊與參考。
關鍵字：健康保險、風險管控、服務、合作
The Current Status of Health Insurance in Mainland China and the Marketing Approach
Abstract
Commercial insurance companies in Mainland China have been handling health insurance for more than 20 years. The sales of this product have been fraught with difficulties. These difficulties include varying concepts, approaches of handling the products, pricing, risk control, serving, adherence to existing laws and regulations, conformance with government policy, etc. Despite the initial problems, Mainland China’s recent reformation has enabled people’s consciousness of health insurance to improve substantially. Consequently, there are vast opportunities for product development and promotion in this area.
In order to promote health insurance in Mainland China, this article not only addresses foreign experiences with health insurance, but also puts forth a series of suggestions that deal with such things as the size of the potential market in Mainland China, cooperation with existing insurance industry and non-insurance industry, internal risk control, improving standards of service quality, etc. Finally, this article offers information concerning how Taiwanese insurance firms progressed in the Mainland China market, while also providing introduction and a reference source.